Monday 15 July 2013 07.34 EDT
First published on Monday 15 July 2013 07.34 EDT

Drumroll ... so here it is, the exciting APC Kanye West collaboration. Except, as you can see from the jeans, T-shirt and hoodies pictured, it is actually not very exciting at all. Which – if you are au fait with the APC brand – you'll know is exactly the point.

T-shirt Hip Hop, €80. Photograph: APC

This plainest of French labels dines out on its stripped-back look, its unshowiness and its humble yet supremely confident cuts. This was never going to be an all-singing, all-dancing H&M style collaboration fashion-fest; it is a discreet fashion kiss rather than a full-on love-in, which is presumably why Kanye West and Jean Touitou got together in the first place.